a huge damaging factor to romney across the board, but seemingly in places like ohio, florida, and virginia in particular. >> which is not how they thought this was going to play out. you know, the -- hugo, i want to play a new ad from the romney campaign, too many americans the title of it. mitt romney straight to camera no suit jacket, let's take a look. >> president obama and i both care about poor and middle-class families. the difference is, my policies will make things better for them. we shouldn't measure compassion by how many people are on welfare. we should measure compassion by how many people are able to get off welfare and get a good-paying job. >> i think that's a strong ad for mitt romney. the question is why he wasn't playing that two or three months ago. >> it is a good ad and you're right. there's a larger dynamic in ohio that actually is true nationally, too, which is you have some economic improvement, you have -- there's a sort of consumer confidence number that came out, highest since february, the housing market that's starting to actually show real upticks nationally